管理大師彼得‧杜拉克(Peter F. Drucker)說：「新經濟就是服務經濟，服務就是競爭優勢」，又說：「企業存在的目的，在於創造顧客、服務顧客、滿足顧客」，今日企業重要的課題，在於如何提供高水準服務品質以建立具良好口碑之商店形象，而經營連鎖服務業更必須建立起制度化的管理體系，使各分支機構的服務品質能維持在一定的水準之上，才能逐步建立良好商店形象，以提高顧客滿意度，增加忠誠主顧客，保障企業能永續經營。
本研究取得國內某大型生活精品連鎖零售商店的充分支持，以其全省所有分支機構之顧客資料為抽樣樣本，結合過去三年來各分支機構之經營績效，實際驗證探討其影響因素及相對關係，主要研究目的有下列四項：
一、分析零售商店商店形象對於顧客滿意度之影響。
二、分析零售商店顧客滿意度對於購買行為之影響。
三、探討商店形象、顧客滿意度與經營績效各構面是否會因分店特性之不同而有所差異。
四、探討商店形象、顧客滿意度各構面是否會因消費者特徵之不同而有所差異。
研究結果顯示商店形象各因素對於整體滿意度之影響，有顯著的正向影響，即連鎖零售商店可從「商品種類與品質」、「價格合理性」、「地點便利性」、「促銷活動」、「人員服務品質」、「整體環境」六個構面進行改善，個別因素滿意度的提高，都可提高整體的顧客滿意度。另經採用迴歸分析的結果發現，消費者對於商店的整體滿意程度，對於其實際的購買金額及消費次數並沒有顯著的正向影響。而在探討商店形象、顧客滿意度與經營績效各構面是否會因分店特性之不同而有所差異時，結果為部分成立，在探討商店形象、顧客滿意度各構面是否會因消費者特徵之不同而有所差異，亦為部分成立。

As Peter F. Drucker said, “The New Economy is Service Economy, and Service is the competitive advantage”; he also said, “The objective of an enterprise is to create customers, serve them and satisfy them”. Today, the most important issue of an enterprise is how to provide high level service quality for the purpose of building good store image. For the enterprises in the chain store industry, they have to establish well-designed management systems in order to maintain the constant service quality of all branches; by doing this, they are able to build good store images, improve customer satisfaction, increase loyal customers, and keep their operation in the long term.
This study is fully supported by one local living mart. We randomly select its customers of all branches as our sample. Besides, this study collects the operating performance of all the branches in the last three years, and we are trying to investigate the relationships between all these constructs. The main purposes of this study are as follows:
1.Analyze the influence of store image on customer satisfaction
2.Analyze the influence of customer satisfaction on purchasing behavior
3.Investigate the differences on store image, customer satisfaction, and operating performance of different types of branches
4.Investigate the differences on store image, customer satisfaction, and operating performance of different types of customers
The results of this study show that all the six factors of store image have significantly positive influence on customer satisfaction; that is, chain store enterprises can improve their “category and quality of products”, “price reasonableness”, “location convenience”, “ personnel service quality”, and “overall environment” to raise the overall customer satisfaction. Moreover, we do not find significantly positive influence on purchasing behavior. Finally, our results show that there are some differences on store image, customer satisfaction, and operating performance of different types of branches and customers.

中文部分：
1.孔瑞隆(民 80)，「連鎖便利商店消費行為之研究－以台北地區便利商店消費者為例」，交通大學管理科學研究所未出版碩士論文。
2.王又鵬(民 74)，「連鎖化商店之績效與其影響因素之研究」，政治大學企業管理研究所未出版碩士論文
3.石世坤(民72)，「連鎖便利商店之位置分析-以台北市為例」，交通大學管理科學研究所未出版碩士論文。
4.吳龍山(民90)，「全球資訊網對企業競爭策略及經營績效之探討」，淡江大學資訊管理研究所未出版碩士論文。
5.李仰哲(民 80)，「連鎖便利商店店址選擇之研究」，成功大學企業管理研究所未出版碩士論文。
6.李奇勳(民 74)，「連鎖化便利商店消費者商店印象之研究」，成功大學工業管理研究所未出版碩士論文。
7.林展榮(民 86)，「企業文化與經營策略之配適與經營績效關係之研究」，淡江大學管理科學研究所未出版碩士論文。
8.林振順(民 79)，「連鎖店主持人特質、策略選擇、績效關係之研究－以餐飲業為例」，台灣大學商學研究所未出版碩士論文。
9.林陽助(民 92)，「服務行銷」，精湛行銷企畫工作室發行。
10.林瑛華(民 87)，「便利商店策略聯盟之外包行為、創業行為與績效之研究」，中國文化大學國際企業管理研究所未出版碩士論文。
11.邱慶德(民 81)，企業經營策略、組織結構與績效關係之研究，淡江大學管理科學研究所未出版碩士論文。
12.侯東旭(民 73)，「台北市連鎖便利商店店址與銷售額關係之研究」，交通大學管理科學研究所未出版碩士論文。
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14.唐雪萍(民 80)，「倉庫型銷售店消費者購買行為之研究」，中興大學企業管理研究所未出版碩士論文。
15.張明雄(民 84)，「競爭策略、技術策略配合與經營績效之關係—以石化業為例」，中央大學企業管理研究所未出版碩士論文。
16.張俊賢(民 81)，「零售商店形象與購買行為之關係研究--以超級市場與批發倉庫型店為例」，成功大學企業管理研究所未出版碩士論文。
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24.曾國禎(民 76)，「企業競爭策略與績效關係之研究」，成功大學工業管理研究所未出版碩士論文。
25.游仕民(民87)，台灣地區家用電器業策略市場規劃之研究，中正大學企業管理研究所未出版碩士論文。
26.黃建中(民 90)，「高雄市百貨公司消費者購買行為與商店形象之探討」，中山大學企業管理研究所未出版碩士論文。
27.經濟部商業司編製(民 83)，「便利商店經營管理技術實務手冊」，台北：編製者發行。
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29.廖誠昌(民 86)，「流通業連鎖加盟體系合作關係之研究---連鎖便利商店之實證」，高雄工學院管理科學研究所未出版碩士論文。
30.劉炎旗(民 81)，「量販店與便利商店服務滿意度與消費行為調查」，政治大學企業管理研究所未出版碩士論文。
31.劉登和(民83)，「零售業之商店印象與行銷組合策略--以連鎖便利商店及量販店為例」，中山大學企業管理研究所未出版碩士論文。
32.劉豫忠(民 84)，「影響連鎖便利商店經營績效因素之研究－以統一麵包加盟店為例」，東海大學食品科學研究所未出版碩士論文。
33.蔣大成(民 88)，「商店業者實施優良商店作業規範(GSP)品質保證系統及其營運績效之研究」，長榮管理學院經營管理研究所未出版碩士論文。
34.蔡忠林(民 89)，「零售商店經營績效評估模型建構之研究」，大葉大學事業經營研究所未出版碩士論文。
35.蔡璧如(民 78)，「影響連鎖店經營績效因素之研究－以三商百貨為例」，大同工學院事業經營研究所未出版碩士論文。
36.鄭清祥(民 80)，「企業文化類型、企業策略與財務績效之關係研究－台灣製造業實證研究」，中山大學企業管理研究所未出版碩士論文。
37.鄭清祥(民 80)，「企業文化類型、企業策略與財務績效之關係研究－台灣製造業實證研究」，中山大學企業管理研究所未出版碩士論文。
38.嚴盛豪(民 73)，「連鎖經營控制之研究—系統分析方法之研究」，政治大學企業管理研究所未出版碩士論文。

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